| On a sweltering day during the summer, I called my | | | | to consumers with the terms "biodegradable", |
| business partner Michael to ask why he thought it | | | | "organic" and "eco friendly". Just ask consumers how |
| was so hot out. In Los Angeles, we were | | | | good they feel when they interact with Toyota, |
| experiencing record high temperatures for the month | | | | Whole Foods and Ben & Jerry's brands. |
| of June and on this particular day I noticed how | | | | This is an opportunity for businesses to change the |
| unbearable it was. The girls and I were sweating over | | | | way they do business and ultimately reposition their |
| our computers in our un-air conditioned office while | | | | brands. Oil companies, who haven't had the best of |
| Michael was driving comfortably around Orange | | | | press lately, have been making some major changes. |
| County. | | | | BP (British Petroleum) introduced a new look in 2000 |
| Michael said he'd been listening to discussion on the | | | | and realigned the company's brand to BP (beyond |
| radio about how we're feeling the heat from the | | | | petroleum). BP invests in renewable and alternative |
| greenhouse effect. I felt helpless at that moment, | | | | energy. Royal Dutch Shell has become on of the |
| seemingly waiting for an environmental Superman to | | | | world's largest developers of wind farms. DuPont and |
| whisk away the threat of our carbon contributions | | | | Chevron are teaming up in efforts to bring corn |
| and bring the sprawling metropolis back to peace. | | | | ethanol to market. |
| As the days are getting shorter and the downtown | | | | Hopefully, together we can slow down climate |
| air has finally started to cool off, the dialogue about | | | | change. Ready to help save the planet? Here are |
| fighting global warming keeps heating up. All this talk | | | | three practices that make a big impact: |
| is changing the way business is being done. | | | | #1 - Recycle |
| Governor Schwarzenegger signed into law the | | | | One of the best ways to lessen the landfill is to |
| California Global Warming Solutions Act to impose the | | | | recycle. You can do your part by sourcing |
| reduction of greenhouse gas emissions down 25% by | | | | post-consumer recycled paper for printed collateral |
| the year 2020. As the very first emissions-cap | | | | and materials. Post-consumer recycled (PCR) paper is |
| initiative in the nation, the act is expected to | | | | made from paper waste, available from 10% to |
| encourage new business technology development in | | | | 100%, which vary in paper texture, color and ability |
| California to meet such emissions requirements. The | | | | to hold ink. Many PCR paper grades are processed |
| controversial 87 proposing a $4 billion tax on gasoline | | | | chlorine-free reducing water pollution. Recycled |
| for alternative energy incentives was on the ballot in | | | | packaging materials and biodegradable foam can be |
| November. California is determined to find | | | | used to pack products in shipping. |
| environmental answers to the emissions problem | | | | #2 - Invest in electronic communications |
| while encouraging the business community to come | | | | Another great way to lessen pollution is to forego |
| up with solutions. | | | | print altogether. Invest in email, Internet and |
| Nationwide, corporations have taken the concern | | | | broadcast communications. Well-designed e-mail |
| seriously and started business and marketing | | | | newsletters, PDF materials, online annual reports and |
| initiatives of their own. Wal-Mart wants to sell 100 | | | | mini-Web sites encourage feedback and |
| million compact fluorescent light bulbs to reduce the | | | | community-building. Podcasting via audio or video is a |
| amount of carbon dioxide in our atmosphere, as one | | | | great way to distribute training, tours, conference |
| bulb is equivalent to taking 1.3 million cars off the | | | | meeting alerts and updates and another method of |
| roads. Target and J.C. Penney have begun to sell | | | | building report with your fan base. |
| clothing and bedding made of bamboo fibers, a | | | | #3 - Add sustainability to your core values |
| sustainable alternative to cotton and the hottest new | | | | Establish programs that demonstrate leadership and |
| "green" material in the eco-fashion boom. | | | | innovation in responsibility. Cultivate an employee |
| The heat has also affected the stock market. | | | | commute program to encourage carpooling and mass |
| Investors are rushing to put their money towards a | | | | transit use. Purchase renewable energy credits from |
| good cause. The new market trend, called "green | | | | wind farms to balance the electricity you use. |
| investing", is turning attention towards socially | | | | Support supply chain partners are vital to a |
| responsible companies (Starbucks, Johnson & | | | | sustainability effort. |
| Johnson, General Electric) and companies searching | | | | Every little bit helps. Seems to me that Superman |
| for renewable energy sources (Genecor, Pacific | | | | had an easier time saving the planet. But he was |
| Ethanol, US BioEnergy). | | | | alone in his fight. Lucky for the business community, |
| Global warming has created unique niche in marketing | | | | it's now a group effort. |